Herbalife

Led the company’s Social Media strategy, ensuring alignment with corporate and regional business objectives across 94 countries and growing the company's social footprint year over year. Developed initiatives focused on enhancing, improving and protecting the company’s online reputation by identifying, evaluating and executing strategic campaigns that drive incremental sales and enhance the distributor/customer experience

Highlight: Developed annual organic and paid media strategies across all social channels, focused content strategy to target a variety of audiences including customers, distributors, investors, industry leaders & media

Emphasized engagement & recognition to inspire team of 7 social experts, creators and community managers to effectively collaborate & perform at a high level

Oversaw product/recipe, fitness, and wellness video and photo shoots, created content used across corporate communications, marketing, internal communications, and regions

Developed company’s first Facebook Brand Lift Studies, measuring social media’s success and the company’s online reputation

Developed and executed C-suite/executive social strategy and digital presence, launching new channels, developing an Executive Social Playbook, launching paid Follower campaigns, and boosting posts, leading to increased social followers by 200% across several channels in less than 2 years

Expanded company’s social footprint by launching of new channels including TikTok, Threads, Pinterest, Medium and Snapchat 

Developed and implemented Crisis Management communications and strategy around world events, supply chain issues, spamming, legal issues and more

Led company’s first Social Media Center of Excellence to elevate regional social channels by developing best practices, content strategies, and KPIs across channels, sharing assets and recommendations on execution, and providing guidance on launch of new channels

Director of Social Media

Javelin Agency

Led Strategy & Planning team on Javelin’s largest account, AT&T Streaming & Entertainment Group, focused on acquisition & retention marketing, driving the use of customer insights and analytics to create an ownable strategic framework for leveraging insights to build our client’s brand. 

Served as day-to-day client advisor, and overseeing the strategy on complex CX/CRM and digital engagement programs, from comms and channel planning to development to execution to evaluation. 

Counseled clients on strategic business opportunities, providing long and short-term recommendations on project and partnership priorities.

Senior Director, Strategy

Nestlé

Led digital strategy across Nestle USA Confections Division (Butterfinger, SweeTARTS, Crunch) and Global Foods Division (La Lechera, Nido, Abuelita), working with each brand team to develop and implement successful annual digital plans.  Supervised agency partners, consulted on creative executions and developed in-house digital strategy pilot program. 

Main internal contact for Facebook/Instagram and Snapchat, developing integrations and supervising best-in-class campaigns to expand reach and increase ROI of all Nestle USA brands. In addition, facilitated educational content for best practices and inspiring the organization to become 'digital-first' in all marketing efforts.

Highlight: Co-developed a consistent, actionable Nestle way of writing Digital Strategy documents that was leveraged by all brands, divisions and agencies, regardless of brand size or budget.  Was able to cut +75% of the company's cost on strategy creation documents and streamline the overall process, while creating a solid foundation to develop Content Strategy and creative execution ideas.

Digital Strategist - Confections and Global Foods

Digital SOL Consulting

Founded digital marketing agency, taking on full and part-time consulting projects, formulating and carrying out digital brand strategy, display media buying, SEM/SEO strategy and implementation, acquisition/retention marketing, ad product development, customer engagement strategies, multivariate testing, email marketing strategies, online community activities and website architecture.

Highlight: While partnering with Above/below Marketing, developed and executed a complete, 360° marketing plan for the Heroes Reborn Console/PC game,  Mobile/Tablet game and licensed eBooks, including Comic-Con announcement, SEM Advertising, website project management, creative briefs, game play demos, email marketing, social media ads and contests.

Clients have included: 
  - Wingz Rideshare App 
  - Imperative Entertainment
  - Bastei Entertainment
  - E! Entertainment
  - Playboy Enterprises
  - Guthy-Renker (2009) 

 - Developed local-market launch plan for Wingz rideshare App, including developing marketing, communications and UX strategy.
 - Created sponsorship and advertising packages for E! Entertainment’s television programming, including 360° opportunities, on-air sponsorships and display media advertising.
 - Supervised the marketing of multiple digital properties under the Playboy Enterprises umbrella through display ads, user conversion flows, SEM and conversion funnels. In addition, managed and expanded relationships with third party vendors for email marketing, SEM, ad serving and rich media products. 
 - Conceived and developed branded and subscription-based website for Guthy-Renker, managing daily activities and allocating budget of $2M annually.

Founder, Digital Marketing Consultant

Disney Consumer Products and Interactive

Main point of contact between Disney Interactive, the third party serving platform and the Mom/Family Web Publishers. Responsible for evolving the Publisher Network by creating solutions based on marketplace demand and partnering with sales to meet an identified revenue goal. Internal product expert and responsible for the education of sales and the organization, primarily helping them effectively sell the advertising products.

Highlight: Negotiated and contracted new 3rd party publishers, almost doubling the size and reach of the Mom/Family Partner Network.  The new partnerships gave the Disney sales team new advertising opportunities, including new ad units and integrations.

Manager, Ad Network

CityGrid

Spearheaded all display advertising product for 3 websites (Citysearch.com, Urbanspoon.com and Insider Pages.com), with ad revenue goal of $10M annually. Pinpointed and capitalized on new sales opportunities while overseeing campaign development, new product development, pricing, training and reporting. Accountable for performance of Account Management team: 2 direct-report product managers, 3 indirect-report sales operations coordinators.  

Highlight: Grew monthly online media revenue 500% from $150K to +$800K per month with new advertising products, new ad network partnerships and sales process streamlining.

Director, Display Advertising

NBC Universal

Promoted through a series of increasingly demanding roles to drive online strategy for daytime TV shows, including Deal or No Deal, Jerry Springer Show, Maury and Chris Matthews Show. Led 6-member team comprised of designers, programmers, video editors and external vendors. Managed $500K budget and crafted long-term digital strategy.

Highlight: Propelled division’s transition from ‘analog’ to ‘digital experience’, igniting growth in web traffic, advertising dollars and new revenue streams.

- Managed internal and external teams to build new websites for NBCU’s daytime television shows.  The new websites included video clips, games, message boards, advertising opportunities and an online store.
- Worked directly with show’s production and marketing teams to create a cohesive experience between each TV show and the online presence.

Director, Digital Strategy

Promoted to lead digital team in redesigning websites for Jerry Springer Show, Maury, and Chris Matthews Show, incorporating original content, episode clips, and message boards.

Doubled website traffic and converted sites from focus on marketing to revenue generation (a division first).

Manager, Digital Strategy

Recruited to drive all nationwide and regional marketing/promotional activities for Jerry Springer Show. Interacted regularly with +200 affiliate TV stations throughout North America.

Highlight: Generated +30K entries from Jerry Springer’s 3,000 Episodes Sweepstakes, tripling past online results.

Manager, Affiliate Marketing and Promotions

Spark Networks

Hired by company to drive all online marketing activities for one of the largest online dating websites, thus growing online presence and membership. Oversaw creative team, designing online banners, ads, and eCards.

Highlight: Doubled marketing revenue by securing new partners and negotiating several new contracts.

JDate.com Affiliate Manager

The L.A. Office

Joined boutique entertainment marketing agency as an Intern and progressed through the ranks to Interactive Marketing Manager. Interacted daily with +75 film studio presenters for major event programs.  Served as expert for technology, website design, video game marketing and upcoming films.

Interactive Marketing Manager

Sinai Temple

Planned and executed events and religious ceremony's for Jewish kids ranging from K-12th grade.

Assistant Youth Director

With over 20 years of experience in Social Media, Marketing Strategy, and Digital Media, I am passionate about creating and executing innovative campaigns that connect with global customers, investors, and media. I have led a team of 7 social media professionals at Herbalife, a global nutrition company, where I developed and implemented organic and paid media strategies across all social channels, focusing on content that drives incremental sales and enhances the distributor/customer experience.

I have been recognized with multiple awards for my work, including the 2019 Social Shake Up Award for Best Facebook Live Campaign and the 2017 Brand Innovators "40 Under 40" Award. I am always eager to learn new skills and explore new opportunities in the digital marketing field, where I can leverage my MBA and my expertise in digital strategy, digital media, and social media.

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